Nailpro - June 2017 - 80
It's also key to interact with viewers. "No live stream is complete
without shout-outs thanking new viewers for joining," says Martin.
Shindell agrees and notes the importance of allowing viewers to
post questions, via the comments section, when doing a demo.
"It's quick and easy and gives people the feeling they're right there
with you, learning in real time."
Keep in mind, though, it may prove difﬁcult to demo and pay
close attention to questions simultaneously, particularly if someone posts something negative. "If possible, have someone else
monitoring the comments so they can be addressed in a timely
manner," says Shindell.
Experts also recommend backing up your live stream whenever
possible so you can archive your ﬁles on a website or social media
landing page. This way they can be accessed by viewers at any time.
BUILDING AN AUDIENCE
A successful live stream takes two-you and your audience. So,
how do you decide when and where to live steam to generate the
most views? According to Nguyen, the time of day is key. "Know
your audience's primary time zones and target them at lunchtime
and after work," he says. "Remember, most nail pros work until 6
p.m. or 7 p.m., and many are off on Sundays and Mondays."
When it comes to selecting a network, be smart about which
one you use. Though Nguyen does use Instagram and Periscope,
he prefers Facebook. "On Facebook, you can connect to generations X, Y and Z all at once," he says. "Facebook also allows you
to save your videos, so you can go back and edit them." One
drawback to Facebook, though, is its algorithms, which ﬁlter posts
so that they only appear before those followers that interact most
often with you. "You may have 500 Facebook friends, but chances
are, you only see posts from 50 or 100 of them," explains Nguyen.
"You need to connect with everyone by using your professional
page to post comments to your connections' feeds regularly. That
way, [more people] will see your live streams."
Shindell recommends tracking your viewership carefully. "Facebook notiﬁes you of who's watching and allows you to track that
information and send out invites for the next live stream," she says.
"I also recommend promoting via email invites that prompt people
to put your demo on their calendars." Adds Nguyen, "A couple of
hours before you live stream, post about it." For example, Tune in
at 2 p.m. to ﬁnd out how to do this!" As with any branding materials, be sure to insert your logo, or other recognizable images, so
viewers don't see your invitation as spam, says Ubani Samuel, a
publicist and web broadcaster based in Nigeria.
And remember, you never know who's watching. "You don't
know what their needs are or who they might know, so be sure
to always put your best foot forward," says Sidberry. Indeed, live
streaming is helping to advance the state of the nail industry, says
Nguyen, adding, "It raises awareness of what we can do and how
vast our fan networks are."
Katie O'Reilly is a writer and editor in Berkeley, CA.
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